University of Maryland University College Issues Integrated Marketing RFP

This RFP reflects the need for a full range of fresh digital, print and broadcast assets that build on the launch materials. The services are expected to cover local, regional and national geographic area. It is highly desired that firms provide samples reflecting national experience and higher education experience. Vendors selected for Contract award will be responsible for providing a full range of fresh digital, print and broadcast assets that build on the launch materials.

In providing the Services, all Contractors shall adhere to the following general requirements:

1. Collaborate with UMUC’s marketing team to coordinate, develop project plans, strategize, and execute work in a timely manner;
2. Understand UMUC’s objectives and provide solutions and resources to efficiently and effectively meet creative needs while maintaining the highest quality standards;
3. Be current with channel best practices and provide recommendations for effective performance;
4. Adhere to UMUC’s Brand Standards and Graphic ID guidelines;
5. Adhere to UMUC’s pre-determined approval process; and
6. Message in alignment with UMUC’s Brand Architecture.

Background:

Following extensive qualitative and quantitative national consumer research, UMUC launched a re-branding effort, new marketing campaign and market expansion in June 2018 that leveraged the brand’s unique positioning and promise to prospective adult students. The new TV spots may be viewed here and more information may be found on the website. Metrics indicate a very positive consumer response to the new messaging and the University plans to grow its portfolio of advertising and marketing assets.

The Services provided are anticipated to cover local, regional and/or national geographic areas. In furtherance of its marketing efforts, UMUC is seeking services (“the Services”) from qualified creative services firms in six (6) Categories:

1. Creative Strategy and Direction
2. TV and Video Production
3. Radio Creative and Production
4. Digital Advertising Creative
5. Print Advertising Creative and Production
6. Out-of-Home Creative and Production

Scope of Work:

Depending on the Category of Service, the Contractor shall:

Category 1: Creative Strategy and Direction.

• Provide strategy, oversight and guidance in all creative development.

Category 2: TV and Video Production (including but not limited to short and long format videos):

1. Provide strategy, oversight and guidance in all creative development;
2. Develop or take UMUC script concepts and carry them from concept through production to final delivery;
3. Produce industry-leading work that may include
4. Creative direction of video crews, actors and non-professional talent;
5. Pre-and post-production services;

iii. Script development, refinement, set design and art direction;

1. Voiceover and ADR recording; and
2. Editing that may include special effects.

Category 3: Radio Creative and Production (including script development):

1. Provide strategy, oversight and guidance in all creative development;
2. Develop or take UMUC script concepts and carry them from concept through production to final delivery;
3. Produce industry-leading work that may include;
4. Creative direction of producers, actors and non-professional talent;
5. Pre-and post-production services;

iii. Script development, refinement, and music selection and direction;

1. Voiceover and ADR recording; and
2. Editing that may include special effects.

Category 4: Digital Advertising Creative and Production, including display, landing pages, email templates social and multimedia:

1. Provide strategy, oversight and guidance in all creative development;
2. Support digital design and development projects to fulfill objectives of the Marketing Office; and
3. Provide current technologies to support digital creative efforts.

Category 5: Print Advertising Creative and Production (copy and design):

1. Provide strategy, oversight and guidance in all creative development;
2. Copy and design development and refinement;
3. Support print design and development projects to fulfill objectives of the Marketing Office; and
4. Strategy, oversight and execution of photoshoots as needed.

Category 6: Out-of-Home Creative and Production (copy and design), including traditional billboards, digital boards and transit:

1. Provide strategy, oversight and guidance in all creative development;
2. Copy and design development and refinement;
3. Support print design and development projects to fulfill objectives of the Marketing Office;   and
4. Strategy, oversight and execution of photo-shoots as needed.

Due Date:

September 11th

Address:

University of Maryland University College

Procurement, Room 4100

3501 University Blvd. East

Agencies to consider include Finn Partners and W2O Group.